How To Use this 100 Year Old Tried And Tested AIDA Marketing Model At Your Venue
The AIDA model was created over 100 years ago is an acronym - it stands for attention, interest, desire and action. It is a classic model used in marketing that describes the steps a customer goes through in the process of purchasing a product or in our case visiting your bar, booking a room at your hotel or booking a table in your restaurant.
The steps involved in the AIDA model are:
• Attention: The first step in marketing or advertising is to consider how to attract the attention of our potential customers or guests.
• Interest: Once the consumer is aware that your hotel, bar or restaurant exists, you then work on increasing the potential customer’s interest level.
• Desire: After your potential new customer is interested in your hotel, bar or restaurant, then the goal is to make them desire your food, your venues surroundings - the full experience you offer. You move their mindset from “I like that” to “I want to visit.”
• Action: The ultimate goal is to drive the receiver of your marketing campaign to initiate action – they need to be compelled to book or visit you.
The AIDA model is possibly the most recognised marketing model amongst non-marketers of all the classic marketing models. Many marketers find it useful, maybe because we use it day-to-day whether consciously or subconsciously when we're planning how to construct effective communications with our potential customers.
Who created the AIDA model?
The AIDA model was created in 1898 by St. Elmo Lewis, with an attempt to explain how personal selling works. The model laid out the steps that describe the process a salesperson must take a potential customer through in order to achieve a sale.
Lewis's work was primarily focused on helping the personal selling process, it was avidly taken up by marketing and advertising theorists over the next half-century. The action stage became the ultimate goal of all marketing and all advertising.
So let's see how do we use it at your venue and explore how some of the big brands use it?
You really only have about 5 seconds to get someone’s attention so make the first thing they see count. Include great photos of your food, your friendly staff, your comfortable beds, your beautiful surroundings.
The Dorchester do this well with prominent quality stunning photography, showing off luxurious surroundings. Capturing your interest and pulling you in!
Make sure something on your web page pulls the potential customer in and would be something that they would take interest in.
Take a look at the Premier Inn https://www.premierinn.com - this home page immediately peaks your interest for a short break, with beautiful photos of beaches, places to walk and quality location guides. It also demonstrates that the customer can book with confidence and stay with confidence – recognising and addressing current customers fears from the outset.
Here we need to create a desire by offering great reasons why your potential customer should check out your venue.
Looking at this beautiful website, they’ve created a simple brand – "Fergus puts it on the plate and Trevor puts it in a glass". It’s down to earth and appealing. They lead you to their social media and on Instagram here’s where quality food photography captures your desire.
The Pig Hotel is a great example of the whole model on this page. They grab your attention, interest and desire with their video. Their originality shines through with their copy, design and photography - it's obvious you'll have a comfortable stay and enjoy home grown quality food, there are clear call to actions throughout!
Here’s the most important thing. Make sure your page has a clear call to actions.
Think about “What do you want the reader to do?”
Book a table, book a room, sign up to your newsletter?
Some great examples – find a hotel is the focus for both the Marriott and Hilton and throughout the site you are never very far from a call to action:
If you'd like some help with marketing your venue give Colloco Marketing a shout!